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Why You Should Use Behavioral Data for Your Advertising

By Jonathan Shepley in Online Advertising

Advertisers have long used personal data to create target ads. But, what if they could use behavioral data instead? Behavioral data is information about how people behave, and it can be a powerful tool for advertisers. Here's how it works and why you should consider using it in your advertising campaigns.

Behavioral data is useful for predicting future behavior. If you know that someone has bought a product in the past, there's a good chance they will buy it again. This makes it a powerful tool for marketing campaigns. Here are some reasons to use it:

1. Humans are Creatures of Habit

People are creatures of habit. We tend to do the same things over and over again. This is what behavioral data is all about. By studying how people behave, advertisers can better understand what they might want or need. For example, if you know that someone always buys coffee on their way to work, you could target them with an ad for a new coffee shop.

2. Behavioral Data It's More Accurate Than Personal Data

Personal data is information that people share about themselves, like their age, gender, or interests. It can be useful for targeting ads, but it's not always accurate. People don't always tell the truth about themselves, and even when they do, their interests can change over time. Behavioral data is much more accurate. It's based on what people actually do, not what they say they do.

3. It's More Actionable

Behavioral data is more accurate than personal data, so it's also more actionable. That means it can generate better results for your advertising campaigns. For example, if you target someone with an ad based on their behavior, there's a higher chance they will click on it.

4. Behavioral Data Can Help With Customer Retention

Customer retention is a big challenge for businesses. It's often cheaper to keep a customer than to acquire a new one. By understanding how your customers behave, you can keep them engaged and coming back for more. A digital marketing firm can help you use behavioral information to target ads and improve your customer retention rates.

Behavioral data is underutilized: over 76% of marketers fail to utilize it in internet ad targeting. If you're not using it, you could be missing out on a valuable opportunity to improve your advertising campaigns.